Objective: The objectives of this project are to: (1) assess the driver performance and visual behaviors effects of driver familiarity with logo and text targets in specific service and destination guide signs, as well as logo and guide sign formats; and (2) assess the impact of ramp located specific service sign category, formatting and information content on driver ramp use and visual behavior.
Background: Some disagreement remains in the literature as to whether expanded logo sign formats lead to increased driver distraction and the potential for performance problems or safety issues. Related to this, the current body of research provides little insight into the role of driver familiarity with current identification symbol logos and perceptual processing and secondary effects in terms of vehicle control. Little, if any, research has been conducted on the driver behavior implications of logo signs for attractions. Furthermore, only one historical investigation has made comparison of the formatting of such signs in terms of use of word messages vs. colored graphic logos. There remains a need to investigate whether driver attention to familiar logo signs differ from attention to unfamiliar identification symbol logos or word message logo panels in both major and minor service categories, including attractions. Although prior work has compared identification symbol logo signs vs. combination identification symbol and word message logo signs (e.g., logos plus distance information). A review of literature reveals no studies in the context of ramp use. Lastly, despite substantial research on guide sign design, no research has empirically evaluated variations in guide sign content and formatting.
Methodology: Two experiments will be conducted with one involving a freeway driving simulation and the other a ramp driving simulation. The freeway experiment will be used to test logo sign familiarity, format and content on driver distraction and vehicle control as well as the content and format of guide signs. Drivers will be required to use the various signs for navigation purposes as part of a driving scenario. The ramp simulation experiment will test the effects of logo sign content in presentation of different specific service categories as well as the presence or absence of distance information in the signs. Signal detection theory (SDT) analysis will be applied to driver identification of targets in logo and guide signs used for navigation. Analyses of variance (ANOVAs) will be applied to driver eye tracking and performance measures observed when exposed to signage. Correlation analyses will be conducted on an index of specific sign salience values with the eye tracking and performance measures for the various experimental conditions.
Expected outcomes: This study is expected to provide further guidance on the acceptability of specific logo signs formats for ensuring limited driver distraction. The experiments are also expected to yield guidance on driver distraction associated with the number of service signs, different types of signs, and text-based or unfamiliar logo signs on freeways and ramps. The project is also expected to provide an explanation of differences in driver distraction among sign types in terms of levels of perceptual salience. The project is expected to be complete by April 30, 2016.
